From the venue operator's perspective, one of the most important issues to address in a naming rights agreement is the breadth of the exclusivity being granted. Is it for the entire facility? All events? Issues like these must be hammered out in great detail so that both parties have no misunderstanding. Related to this issue is the definition of the category of exclusivity being granted.

An operator must narrow a category as much as possible and should resist the naming rights spon...


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